ChatGPT Ads Aren’t Paid Search — 5 Questions to Answer Before You Shift Budget

The useful part

Many of us already manage the budgets most likely to be considered for a ChatGPT Ads test. They're having longer conversations, asking follow-up questions, researching options, and getting help with decisions. Advertisers also have a different set of targeting signals and far less history to rely on when measuring performance.

How it works

• You first need to know what you're expecting ChatGPT Ads to contribute, which users you're trying to reach, and what you're willing to give up elsewhere to fund the test.
• For some advertisers, ChatGPT could introduce a brand while someone is still researching a category or comparing options.
• Having access to intent doesn't mean every ChatGPT Ads campaign should be treated as another way to capture existing search demand.
• We have years of data telling us what certain searches are worth and how different types of intent tend to perform.
• If someone searches for "CRM software for small business," we can see the search term, understand which keyword matched it, and use historical performance to determine how valuable similar searches have been.

What to take from it

From there, pay attention to where competitors show up instead and which sources ChatGPT references around your category. Others may see an opportunity to reach people much closer to making a purchase or submitting a lead. OpenAI can use the context and intent of a conversation to determine which ads may be relevant.

Example or evidence

• If the goal is to reach people earlier in their research, look at what you're already spending to do that.
• The harder part is measuring a test designed to reach people earlier in their research.
• For a smaller analysis, marketers can build a list of questions their customers are likely to ask and test them manually.
• That can help identify areas where paid placements could extend your visibility or reach users you're currently missing.

Details worth keeping

Should we move some of our paid search budget there? It makes sense that search marketers would be part of that conversation. People aren't using ChatGPT the same way they use Google Search.

Related coverage

• Brafton: ChatGPT ads are here. Learn how they work, what they cost and how marketers can test this new frontier in conversational advertising.
• Inc: The platform's scale creates opportunity, but trust, audience, and buying context determine which advertisers should test it.
• Searchenginejournal: Advertiser data now spans single-digit to $22 CPCs, but ChatGPT Ads still lacks auction insights, industry benchmarks, and reliable audience data to judge performance.